Trust and risk reversal
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Trust is verifiable detail next to the ask: who you are, how to reach you, and the real trial, cancel, or privacy terms if you claim them. Lock icons and footer-only guarantees do not reverse risk. Only state compliance you can link. NN/g treats contact and policies as fold-adjacent trust, not decoration. SiteRevenue scores public trust density — not a refund SLA. Checklist Trust · sample.
What good looks like
- A real company — legal name or About, not a mystery brand with a Stripe form.
- Privacy and terms linked if you collect email or take payment, including next to the form when that is the ask.
- Contact or support path on high-consideration offers (email, calendar, or a real contact page).
- Risk reversal you claim is in the decision band — trial length, cancel path, what happens after $49 — not only in a footer paragraph.
- Compliance badges only if true, with a link to the policy or report. No decorative SOC / HIPAA / “secure checkout” seals.
The sample scores Trust 8/10 (policies exist) and Proof 6/10 (first social proof sits too far from the decision).
Common gotchas
- Generic lock icons and “100% secure” with no policy link — decoration, not trust.
- Guarantee or “cancel anytime” in the footer only, while the CTA implies zero commitment.
- Cancel that requires a ticket after the page said self-serve. If that is the process, say so.
- Compliance theater (SOC 2, HIPAA, PCI) you cannot document.
- No way to reach a human on a high-ticket or annual plan.
- Borrowed parent proof (see social proof) standing in for your own trust.
- Promising a refund SLA you do not offer. SiteRevenue itself does not sell audits as a refund-backed guarantee.
How SiteRevenue scores it
New full jobs emit Trust on the scorecard (0–10, higher = healthier). Engine key trust still drives letter-grade math. Proof is a separate public row — do not treat them as one slice. Older jobs stay omit-safe. Policies, contact, and claimed risk reversal sit here.
Trust 90 needs rating or named proof next to the commit. Footer HIPAA / “since 1997” without a decision-block proof is 60 — trust_near_cta_thin should move the number, not only add a finding.
A full report targets 5–8 ranked findings — a quality floor, not a refund SLA and not a legal, security, or accessibility certification. We do not crawl private account areas to verify your cancel flow.
Teaser omits the scorecard. Dollar impact bands remain estimates.
Ship this week
| Change | Effort | Why |
|---|---|---|
| Link Privacy + Terms beside the email field | S | Expected when you take an address |
| One line under the CTA: trial length, cancel, or “$49 one-time” | S | Risk reversal where the click is |
| Real support address or contact link in the footer | S | Mystery company is a leak |
| Remove compliance badges you cannot link | S | Fake seals cost more trust than they add |
Pair with offer and pricing clarity if the leak is a hidden price rather than a hidden policy.
Related guides
- Conversion leak checklist — Trust items 20–22
- Social proof that converts — evidence next to the claim
- Offer and pricing clarity
- Form friction
- What is a website revenue audit?
- All guides
Start with a free grade
Run the public URL from the home page. Use the sample to see trust scored as a dimension, not a badge. Page file $19 · Pricing.